Chamin Nail Studio boosted its Instagram presence with a three-month strategy using high-quality visuals, interactive storytelling, and engagement tactics to increase visibility and attract new clients.
Tasks Content Strategy Social Media Management Visual Branding Reels Static Post Creation
Hashtag Optimization Data Analysis Client Communication Adaptability
TimelineOct 2024 - Dec 2024
(3 months) OverviewChamin Nail Studio, a boutique nail salon, wanted to expand its Instagram presence, increase engagement, and attract new customers. Over three months, I developed and executed a content strategy focused on high-quality visuals, interactive storytelling, and engagement-driven posts. This approach helped grow their Instagram following, improve profile visits, and increase client inquiries.
The ChallengeWhile Chamin Nail Studio had an established customer base, its social media lacked consistent branding, engagement strategies, and optimized content to grow its reach. The challenge was to increase engagement, attract new followers, and seamlessly integrate spontaneous client posts while maintaining a polished and strategic approach.
Project ScopeAs the Social Media & Visual Content Manager for Chamin Nail Studio, I developed and executed a three-month Instagram strategy focused on brand consistency, engagement, and client acquisition. My approach combined high-quality visuals, reels, and interactive storytelling to boost reach and drive inquiries.
In addition to social content, I redesigned the salon’s service menu with improved hierarchy, readability, and brand alignment—enhancing both digital and in-salon user experience. Throughout the project, I remained flexible to integrate spontaneous client content while maintaining a data-driven strategy. Responsibilites I was responsible for developing and executing a tailored social media content strategy that aligned with Chamin Nail Studio’s brand and growth goals. I created high-quality visual content, including reels, carousels, and static posts, to maintain a consistent and engaging feed. I also optimized content for visibility and engagement through strategic hashtag use and basic SEO techniques.
In addition, I redesigned the salon’s service menu to improve clarity, visual hierarchy, and brand alignment across both digital and in-salon formats. Throughout the project, I monitored performance data, shared insights with the client, and adapted the strategy as needed to respond to real-time feedback and audience behavior. Research Understanding I began by conducting social media listening and analysis to understand trends in the nail salon industry and identify engagement strategies used by competitors. By examining local audience behavior and preferences, I gained insights into what content resonates with potential clients. Additionally, I performed a SWOT analysis on nearby competitors to assess strengths, weaknesses, opportunities, and threats in the local market.
During the initial client meeting, I presented my findings, showcasing industry best practices and competitor strategies. This helped establish a strategic starting point, allowing us to align Chamin Nail Studio’s social media approach with proven methods while carving out a unique brand presence. From there, I outlined a content strategy focused on high-performing trends while adapting them to Chamin’s brand identity and business goals.
Chamin
Pinky (competitor)
Zazazoo(competitor)
Personas
Current State & Social Listening
Ideate A Winning StrategyThe research tells us that Chamin is a step ahead of its neighborhood competitors. To widen the gap, we turned our insights into action.
A successful strategy requires a balance between planned and sponaneous content. I developed a structured content calendar while allowing flexibility for client made content.
To increase our audience interactions, I used reels, interactive stories, and carousel posts. These formats showcased nail transformations and behind-the-scenes moments while keeping audiences engaged.
By closely monitoring performance trends, I was able to align the strategy in a data-driven approach. Rebrand
MenuThe existing service menu lacked clear hierarchy, readability, and visual appeal, which made it harder for clients to navigate pricing and service options.
This is how I addressed this pain point:
Redesigned the layout
Improved readability by organizing the services into distinct categories
Incorporated brand colors and new typography for a cohesive look
Enhanced UX by making the menu easy to read and functional for in-salon users and digital users (for users like Emily)
Reflection ResultsOver the three-month period, Chamin Nail Studio saw a 42% increase in Instagram followers, a 60% boost in engagement, and a notable rise in client inquiries through DMs and profile visits. The updated service menu also improved user experience in-salon and online, based on client feedback.
This project highlighted the importance of balancing strategic planning with real-time adaptability—especially in a service-based business. By combining thoughtful content design with performance insights, I helped the brand build a stronger, more engaging presence.
Scroll below to view sample content and performance highlights from the campaign.
Designing digital experiences that connect heart and logic